what were Jell-O thinking?

So Jell-O have come up with a unique way of launching their new product range solely targeted at adults, by creating a vending machine that only dishes out the goods to adults. Unique and definitely effective, but when reading this article by Dale Buss Jell-O tempts adults (no kids allowed) he makes a very valid point by targeting   exclusively to them they are ignoring their main target market which is kids. If you think about Jell-O is more of a kids treat than adults and that would explain their extreme positioning but how does this affect their brand in the long run?
It's important to remember your strengths before completely re-inventing yourself.
To add to this, check out the video talking about the campaign, those kids do not look like happy little campers.